A system developed by Royal Mail which prevents mail from being sent to the wrong address is suited to direct marketers, one expert has suggested.

Steven Lawson of Postal Industry News provider Hellmail has highlighted the benefits of using Royal Mail’s Postcode Address File (PAF) system.

It is a database of over 28 million addresses and postcodes which is constantly verified and updated, claiming to drive up the success rate of campaigns conducted by direct mail services.

Mr Lawson said: “Businesses, particularly direct marketing specialists, struggle with ensuring that mailing lists are accurate and invariably a large proportion of mail falls on stoney ground.

“It’s not only a waste of money, it flies in the face of logic when it comes to reducing waste generally.”

Meanwhile, senior figures from the direct mail industry have told Print Week that they support Lord Mandelson’s call for the Royal Mail to be partially-privatised.

Related Topics: Direct Marketing